Lisa Broderick Email and Phone Number

Key Responsibilities:• Leading a team of eight across direct marketing, digital, social media and online operations.• Overseeing the online operations, content and product delivery for Flight Centre’s website portfolio including e-commerce.• Responsible for the development roadmap and workstack for all FCNZ retail websites, including the migration of four websites to Drupal platform and responsive design.• Managing all digital advertising, SEO and SEM to maximise ROI.• In… Show more Key Responsibilities:• Leading a team of eight across direct marketing, digital, social media and online operations.• Overseeing the online operations, content and product delivery for Flight Centre’s website portfolio including e-commerce.• Responsible for the development roadmap and workstack for all FCNZ retail websites, including the migration of four websites to Drupal platform and responsive design.• Managing all digital advertising, SEO and SEM to maximise ROI.• In conjunction with our agency, developed and delivered a Social Media strategy for Flight Centre, including brand archetype & content pillars.• Developed and delivered Direct Marketing programme of activity for all retail brands.• Introduced online booking engines onto Flight Centre and Student Flights websites without cannibalising instore sales, recognised with three Silver CAANZ Beacon Awards. This included the launch of Travel Expert Selection, whereby all online bookings are assigned an instore consultant for follow up service and support, an industry first.• The development and implementation of a direct mail customer segmentation programme utilising propensity models. Show less

Key Responsibilities:• Developed and delivered a direct marketing strategy and activity plan across traditional, online and ambient channels, to drive customer enquiry and stimulate profitable purchase behaviour.• Initiated a move of digital marketing agencies, saving over $100k annually, and improving open rates, click throughs and enquiries via eDM. • Worked with data agency and digital agencies to successfully transition digital marketing agencies. This included the… Show more Key Responsibilities:• Developed and delivered a direct marketing strategy and activity plan across traditional, online and ambient channels, to drive customer enquiry and stimulate profitable purchase behaviour.• Initiated a move of digital marketing agencies, saving over $100k annually, and improving open rates, click throughs and enquiries via eDM. • Worked with data agency and digital agencies to successfully transition digital marketing agencies. This included the reconciliation of various points of data, but also the development of a new data feed.• Launched Student Flights website in August 2010, along with digital & direct marketing activity.• Regular acquisition programmes for all retail databases.• Refined & tested travel show direct & online marketing via targeted eDM, direct mail and introduced display activity, contributing to increased expo visitation and bookings. • Database acquisition programme via the travel shows was hugely successful at locking in bookings post-show, further increasing revenue & avoiding losses to competitors.• Mentored and developed one direct report. Show less

Key Responsibilities:• Instore Point of Sale (visual merchandising):- Managed the development and implementation of all in-store communications activity and in conjunction with operations, ensured compliance at store level- Created a comprehensive and personalised POS management manual – a reference for all stores and key staff to establish a consistent look and feel in-store- Created a store database, recording POS elements for all 152 supermarkets, ensuring correct material… Show more Key Responsibilities:• Instore Point of Sale (visual merchandising):- Managed the development and implementation of all in-store communications activity and in conjunction with operations, ensured compliance at store level- Created a comprehensive and personalised POS management manual – a reference for all stores and key staff to establish a consistent look and feel in-store- Created a store database, recording POS elements for all 152 supermarkets, ensuring correct material and quantities were sent out, resulting in significant cost savings and reduced frustration for stores- Developed a store audit programme to ensure compliance with the manual- Worked with Fresh, Operations and Merchandise teams to improve in-store presence, ensure brand consistency, and subsequently drive sales- Developed and implemented new promotional initiatives, such as sleeves on security gates at entry/exit, aisle fins and dividers in Fresh Departments- Themed stores for all seasonal activity, eg. Christmas, and for all major promotions- Developed and rolled out brand material to support the new ‘shop smarter’ brand positioning, for in-store, magazine advertising and online activity• Continued with the development and execution of Onecard Rewards, along with the execution of the Onecard direct mail and email programme (until August 2009)• Responsible for marketing of online shopping sites (until August 2009)• The Smart Shopper TVCs featuring Richard Till (from August 2009):- Responsible for the production of three new 60” TVCs each week along with supporting material for website, recipe database and in-store- Created the theme schedule, briefed and finalised scripts, liaised with suppliers and talent, oversaw production and filming locations, ensured filming ran to time and budget, and reviewed and approved all TVCs- Developed off location themed segments to promote our key sponsorships of MasterChef NZ and Ellerslie Flower Show• Mentored and developed two direct reports Show less

Key Responsibilities:• Managed the development and execution of the Onecard Rewards programme.• Successfully implemented 13 Onecard Rewards mailings – sending out approx. $4m in Rewards vouchers every four months to approx. 300,000 customers. • Complex data strategy, testing and refining each campaign. Follow up reporting and analysis of campaign ensured ongoing improvement and evolvement of the programme.• Relaunched Onecard supplier opportunities and introduced a new rate… Show more Key Responsibilities:• Managed the development and execution of the Onecard Rewards programme.• Successfully implemented 13 Onecard Rewards mailings – sending out approx. $4m in Rewards vouchers every four months to approx. 300,000 customers. • Complex data strategy, testing and refining each campaign. Follow up reporting and analysis of campaign ensured ongoing improvement and evolvement of the programme.• Relaunched Onecard supplier opportunities and introduced a new rate card, website, processes, timelines and supplier brand guidelines to encourage sales and ensure efficient production.• Identified and developed new supplier opportunities through the use of Onecard data – increasing revenue year on year, even during a nationwide strike and difficult supplier trade agreements.• Presented regularly to supplier teams and agencies on Onecard opportunities.• Managed all components of direct marketing campaign development, from briefing to post analysis.• Managed a comprehensive tender process for the consolidation of all mail processing requirements, resulting in significant annual savings of approx. 12%.• Mentored and developed one direct report since April 2006. Show less

Key responsibilities:• Worked with the Marketing Manager – Loyalty and on-site Marketing Managers to tailor the loyalty sales promotion concepts for SKYCITY’s New Zealand properties in Auckland, Hamilton and Queenstown.• Assessed issues for the loyalty programme at Hamilton and Queenstown sites; developed and implemented promotional plans to address these.• Preparation and delivery of direct marketing campaigns for all loyalty marketing activity in New Zealand.• Promotion post… Show more Key responsibilities:• Worked with the Marketing Manager – Loyalty and on-site Marketing Managers to tailor the loyalty sales promotion concepts for SKYCITY’s New Zealand properties in Auckland, Hamilton and Queenstown.• Assessed issues for the loyalty programme at Hamilton and Queenstown sites; developed and implemented promotional plans to address these.• Preparation and delivery of direct marketing campaigns for all loyalty marketing activity in New Zealand.• Promotion post analysis. Show less

In conjunction with the Loyalty Marketing Manager, executed the marketing and customer relationship activity for the Action loyalty programme at SKYCITY Auckland – including Cardholder newsletters, Retail and Bonus Point promotions and on-site complex wide promotions.